Don’t misinterpret the data: Evidence-based advertising needs experience-based context
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw information.
Peter Minnium is president of Ipsos US, where he leads the US team in helping companies measure and amplify how media, brands, and consumers connect through compelling content and great communications. Prior to his switch to market research, Peter was Head of Brand Initiatives at the IAB focused on addressing the under-representation of creative brand advertising online.
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw information.
Peter Minnium | Mar 11, 2020 at 2:37 pm ETHere are five strategies for building the holiday spirit of your brand with captivating communications while also navigating the pitfalls of the season.
Peter Minnium | Dec 4, 2019 at 1:51 pm ETEmpathy can be good business, but only when companies proactively apply it.
Peter Minnium | Oct 28, 2019 at 12:54 pm ETAdvertisers must take note of how their work enriches their audience’s daily life, not simply whether an ad drives conversion.
Peter Minnium | Sep 6, 2019 at 8:05 am ETCreate advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful lives.
Peter Minnium | Jul 29, 2019 at 11:16 am ETLegacy brands can learn from the direct-to-consumer model with a value shift to serve customers and their needs that will ensure long-term success.
Peter Minnium | Jun 10, 2019 at 10:07 am ETIn the past, media had no role in our health, transportation or infrastructure but technology has disrupted the boundary between media and non-media interactions.
Peter Minnium | Apr 25, 2019 at 11:59 am ETWe have reached a content peak and the context of how we learn about, access and make choices is now nearly as important as the quality of the content.
Peter Minnium | Mar 19, 2019 at 9:17 am ETCompelling ads are more than a checklist of behavioral triggers. They must engage the audience’s imagination.
Peter Minnium | Feb 1, 2019 at 10:56 am ETLearn how Coca-Cola developed an effective "partnership" with Santa Claus in a series of holiday ads that stretch through the better part of a century.
Peter Minnium | Dec 24, 2018 at 8:30 am ETMarketers must define the rules that govern the narrative space between brand and consumer.
Peter Minnium | Nov 2, 2018 at 4:10 pm ETThe key to creating more engaging online stories may be letting your audience fill in the blanks.
Peter Minnium | Oct 8, 2018 at 3:57 pm ETThe importance of storytelling has become universally accepted in today's marketing world, but why does it work so well? Contributor Peter Minnium delves into the biological underpinnings of how stories affect us.
Peter Minnium | Aug 10, 2018 at 3:00 pm ETContributor Peter Minnium explains how connections are formed on social media, the purpose of these connections and how they can be leveraged to win the social media marketing game.
Peter Minnium | Jul 13, 2018 at 2:10 pm ETA lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain fundamental.
Peter Minnium | Jun 15, 2018 at 1:47 pm ETColumnist Peter Minnium explains the increasingly important field of HCI and its effect on the marketing environment.
Peter Minnium | May 21, 2018 at 6:00 pm ETContributor Peter Minnium explains how brands in the information overload era can appeal to the basic human processes that govern decision-making.
Peter Minnium | Apr 23, 2018 at 11:57 am ETBrands attempting to be "real" and "human" often make missteps that get them in trouble. Contributor Peter Minnium explains why this is important and how to get it right.
Peter Minnium | Mar 23, 2018 at 12:15 pm ETWhat's the "right" way to measure the success of your advertising? Contributor Peter Minnium says the answer is "it depends," and goes on to explain why.
Peter Minnium | Feb 26, 2018 at 11:01 am ETAs digital marketing rapidly evolves, how do you stay ahead of the curve? Columnist Peter Minnium shares 10 tips to help you stay relevant in an ever-changing industry.
Peter Minnium | Jan 26, 2018 at 2:24 pm ET